MPU3222 LU7 Digital Marketing (2) PDF

LU 7 DIGITAL MARKETING (2) MPU 3222 INTRODUCTION TO ENTREPRNEURSHIP INCULTURATION COURSE OBJECTIVES At the end of the topic, students should be able to: 1. Perform basic photography techniques using smartphone or mobile devices 2. Create copywritings for soft-sell,...

LU 7 DIGITAL MARKETING (2) MPU 3222 INTRODUCTION TO ENTREPRNEURSHIP INCULTURATION COURSE OBJECTIVES At the end of the topic, students should be able to: 1. Perform basic photography techniques using smartphone or mobile devices 2. Create copywritings for soft-sell, hard-sell and teaser in social media postings 3. Apply AIDCA model in writing hard-sell copywriting  PART 1: SMARTPHONE PHOTOGRAPHY 1. SMARTPHONE PHOTOGRAPHY  Photography that creates pictures/ videos using mobile devices For postings in FB, IG & website  Why do you think it is important to have a good quality of your product’s photo to be uploaded in social media? Provide at least FIVE (5) answers. Write down your answer in the chat area. 1. SMARTPHONE PHOTOGRAPHY  What are the factors that contribute to a good photo? Provide at least FIVE (5) answers. Write down your answer in the chat area. SMARTPHONE PHOTOGRAPHY To ensure a smooth process of photography, ensure that: 1. the lenses are clean and clear - by cleaning them to ensure no trace of dust and fingerprints. 2. Activate the grid function to ease the composition 3. Check the suitable mega pixel for shooting For videos: 1. the camera should always be in horizontal position 2. Use tripod or gimbal LIGHTING AND LIGHTS COMPOSITION 1. Natural lights (sun) 2. Artificial lights – indoor Room lights Lightbox – for smaller ítems Photography Lightings 3. Darkroom PHOTOGRAPHY TIPS 1. Background a. Use minimal background b. Colour(s) of the background should contrast with the colour(s) of the product c. Blur out the background to highlight the product d. Ensure that your follower’s focus is not diverted from the main subject  Provide your opinion of the three Kaftan photos provided in this slide PHOTOGRAPHY TIPS 2. Props a. Props can highlight your photo, be it in term of angle, storyline, picture composition or even mood b. Prop examples: Something related to intended message Accessories e.g. flowers add feminity sensory Plain or patterned tablecloth, carpet, mat, tissue or plates PHOTOGRAPHY TIPS 3a. Lighting- Soft light: focus on the overall image and colours eliminates unnecessary elements e.g. excessive shadows, glare etc, More appealing images If use natural light: morning, early afternoon or late afternoon PHOTOGRAPHY TIPS 3b. Lighting: Hard light Clear shadow effect will give a contrast and make the photo appear more premium Rarely used techniques – difficult to control If not careful, it will create shadows on parts of the product surface If use natural light: when the sun is out in between 12pm – 2pm PHOTOGRAPHY TIPS 4. Composition: Rule of Third To get beautiful and interesting photo Subject is placed off-centred Use for 1/3 or 2/3 of the whole photograph Turn on the gridline in your phone camera RULE OF THIRD RULE OF THIRD PHOTOGRAPHY TIPS Use a photo editing tool to make some light touch-ups. There are both paid and free photo editing software options (e.g. PIXLR, InPixio) Caution: don’t do too much editing, careful alterations to the color balance and shading will give your photographs a more polished and professional look. Source: https://www.shopify.com/blog/food-photography-tips PHOTOGRAPHY TIPS Source: https://www.shopify.com/blog/food-photography-tips  PART 2 COPYWRITING MPU 3222 FOUNDATION OF ENTREPRENEUSHIP INCULTURATION WHAT IS COPYWRITING?  persuasive writing.  Objective: to get customers (prospects) to perform the action that we want them to take through persuasive writing techniques.  A good copywriting - the definitive step to ‘persuade’ and get sales from your target customers. COPYWRITING FORMULA  No right or wrong  Ultimate goal: customer perform intended / desired action (CTA)  Various formula / framework / model available, e.g. AIDCA / AIDA and FAB COPYWRITING FORMULA 1: AIDCA MODEL AIDCA MODEL COPYWRITING FORMULA 2: FAB FORMULA Focus on the benefits rather than the features of product. Potential customers (prospects) need to need to know right away how it will solve their problem and make their lives easier The fact that might influence their final decision to buy/consume.  Features – Describe what your product/service can do  Advantages – Explain the advantages of your product/service to prove why it is helpful and why they need it.  Benefits – Describe the benefits of your product, highlighting how it will change your customers’ lives for the better. 1 2 3 4 AIDCA MODEL MPU 3222 FOUNDATION OF ENTREPRENEUSHIP INCULTURATION 1 4 3 2 TIPS FOR BUSINESS NICHE 1 TIPS FOR BUSINESS NICHE 2 TIPS FOR BUSINESS NICHE 3 TIPS FOR BUSINESS NICHE 4 COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS COPYWRITING STYLES AND TRIGGERS ‘MAGIC’ WORDS IN COPYWRITING TEASER, HARDSELL & SOFTSELL ADVERTISEMENTS MPU 3222 FOUNDATION OF ENTREPRENEUSHIP INCULTURATION  A technique that involves A technique where the A tactic that gives sneak information sharing prior seller directly sells. previews to something new to selling Recommended to be used that is coming This approach can be less frequently compared to used multiple times as This approach is more softsell so as to not to turn suitable for a new product/ part of continuous customers off service customer engagement TEASER  also known as a pre-launch campaign  Objective: to create prospects curiousity . Most of the time, this kind of campaigns DO NOT reveal the product, but they always show some distinctive characteristic of the brand e.g. typography, colors, style, etc.  often used as a foretaste of a main campaign, usually offer minimum information with the aim of playing with the mind and emotions, and thus stimulate the users’ curiosity. an ideal tool to generate great expectations HARD SELL vs. SOFT SELL Two different approaches in online advertisement / postings No right or wrong way exists to present a product because the success is always measured by consumer response Understanding how each advertising approach operates will help to determine which one is right for a given situation HARD SELL DIRECT approach to asking for sales Objective: to get lead or sales quickly Usually put a HIGH PRESSURE / URGENCY for the prospects to take action ASAP Recommendation: less frequent used compared to soft sell EXAMPLE OF A HARDSELL POSTING USING AIDA MODEL SOFT SELL  INDIRECT approach to persuade a customer to buy a product or service. .The campaign focuses more on relationship building with their prospects to build trust than pushing for the sale  relying on persuasion and persistence to achieve success  Could create curiosity among audiences  Tips: If you use personal FB, use more soft sell approaches rather than hardsell EXAMPLE OF A SOFT-SELL POSTING IN-CLASS ACTIVITY: PROVIDE YOUR OPINION FOR THESE SOFT-SELL POSTINGS CREDIT TO